Fresh from their victories at the 9th All Africa Music Awards (AFRIMA) in Lagos, Nigeria, Tanzanian stars Juma Jux and Folex have described the platform as a major driver of global visibility for African creatives, as industry stakeholders met in Dar es Salaam to review the impact of the awards on the region’s music industry.

The award-winning artistes shared their views during a Media and Stakeholders’ Parley hosted by AFRIMA’s International Committee, which brought together artistes, regulators, music executives and the media to examine opportunities created by the awards and how East Africa can better harness them.

Speaking at the event held at Urban by City Blue Hotel, Dar es Salaam, Tanzania, Juma Jux, winner of East African Artiste of the Year (Male) at the 9th AFRIMA, described the experience as career-defining.

“Winning AFRIMA changed a lot for me,” Jux said. “People who never spoke to me before now reach out. Being on a stage watched in over 84 countries gives you a new level of visibility and responsibility.”

He also called for stronger partnerships between platforms like AFRIMA and government agencies in Tanzania. “When institutions work hand in hand with platforms like AFRIMA, artistes benefit more through exposure, training and knowledge sharing,” he added.

Also speaking, Tanzanian music director Folex, who won Best Music Video of the Year for his work on Juma Jux’s Ololufemi video, said the recognition had changed his life. He explained that the Lagos experience opened doors to new networks and learning opportunities.

“Being nominated alongside international names like Pink and TG Omori and then winning the award was life-changing for me. It showed that East Africans can compete and win at the highest level. This award validates the work of music video directors in Tanzania and brings more confidence to our creative industry,” he said.

Associate Producer of AFRIMA, Victoria Nkong, said the awards had grown beyond a celebration of talent to become a strong development platform for African creatives.

“AFRIMA is designed to build an ecosystem for African music,” Nkong said. “Beyond the trophies, we focus on talent promotion, industry development and creating pathways that help African artistes move from local recognition to global visibility.”

She added that the engagement in Tanzania was important for deepening collaboration with government institutions and industry stakeholders.

“Tanzania and East Africa have rich musical identities. AFRIMA is committed to working closely with institutions and creatives here to ensure that their music and talent are well represented on the global stage,” she said.

Also speaking, Selemani Mabisso, Acting Assistant Director of the Music Department at the National Arts Council of Tanzania, BASATA, reaffirmed the council’s willingness to partner with AFRIMA and other international bodies.

“BASATA is open to collaborations that will help grow and strengthen Tanzania’s music industry,” Mabisso said. “We are ready to support initiatives that will position our creatives competitively on the global stage.”

The 9th AFRIMA was held from January 7 to 11, 2026, in Lagos, Nigeria, and was organised by the African Union Commission and the International Executive Committee of AFRIMA, in partnership with the Lagos State Government as the Official Host City.

The five-day celebration of African music featured seven major events, including a Welcome Soiree, the Africa Music Business Summit, the AFRIMA Music Village at Ikeja City Mall, where over 25 top artistes thrilled more than 30,000 fans, and a grand finale at the Eko Convention Centre, Lagos, Nigeria, which was broadcast to audiences in 84 countries worldwide.

•PHOTO, L-R: Tanzanian music director, Folex, who won AFRIMA’s Best Music Video of the Year, Victoria Nkong, Associate Producer, All Africa Music Awards (AFRIMA), Best Male Artiste Eastern Africa, Juma Jux; and Seleman Mabisso, Acting Assistant Director of the Music Department at the National Arts Council of Tanzania, BASATA, during the Media and Stakeholders Parley held to review the impact of the awards on the region’s music industry, at the Urban by City Blue Hotel, Dar es Salaam, Tanzania… recently

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